Paul Larache

and appearance.

And the reason that those are big drivers for us, particularly in luxury items, is because status is our peacock feathers.

It's the way that we show our position in the marketplace if we're looking for a mate.

So you asked earlier what would be the top markers.

I would say if you are in any type of business that has to do with people or with relationships, it would be through the heart.

It would be anything that you would tug at the heart with.

If it has anything to do with saving for a rainy day or making sure that you're never going to run out of a certain thing,

Amazon, for example, is great for the gut because you can get things at a cheap price very quickly or Walmart or anything like that where you can accumulate.

So they will market at that level.

And then almost all luxury goods and certainly anything that has to do with appearance, makeup, so on and so forth, clothes will all revolve around our genitals and how it works.

So that's how I would answer that question.

I hope that makes sense.

Well, if I was talking to a new advertiser or a startup business, for example, I would ask what their product or services will do on three levels.

What does it actually do?

What are the benefits or what are the tangibles that it provides you with?

Then I would also ask what pains does it take away from

your competitors in that field.

And the third thing I'd ask is, how would it compare to your competitors in terms of how they have positioned and marketed it?

Because you want to make sure that you're not going to do something that your competitor is doing because you're going to be fighting in a different space.

So with that, what you're trying to do is, again, find out what emotions are we touching even on a dry type product or service?